Sponsoring a ProTour team is only half the battle when it comes to publicity and media exposure for a brand. The other half, as any sports marketing specialist knows, is trumpeting the sponsorship news to the world, before, during, and after the season.

Here’s the latest sponsorship news we’ve rounded up from across the bike racing world:

Team Garmin-Transitions to ride Mavic wheels through 2011

A few Garmin-Transition team bikes with Mavic wheels at training camp this week.

Mavic announced Wednesday that Team Garmin-Transitions will use the new 2010 Mavic wheel range to tackle this season’s ProTour race calendar. The team used Zipp wheels for the 2009 season.

“Like all of our sponsors, Mavic is committed to providing our riders with the best technology possible,” said Jonathan Vaughters, CEO of Slipstream Sports, in a press release. “This partnership is all about technology, and Mavic will work closely with our riders, mechanics and staff to continue to develop the best possible wheel systems.”

“We are very excited that Team Garmin-Transitions has chosen to ride Mavic wheels for the next two years,” said Thomas Davy, Mavic Sports Marketing Manager. “After several testing sessions in the wind tunnel and on the road, the athletes and team managers were convinced of our wheel performance and also eager to support future R&D projects together. The racers will use a wide selection of the existing Mavic range: from the Cosmic Carbone Ultimate, R-Sys Premium, Cosmic Carbone SLR, iO, Comete and the Ksyrium for training.”

Six top road teams on SRAM for 2010

Just five years after SRAM’s first road components were introduced, the company is heavily committed to the top tier of the sport. For 2010, SRAM sponsors six ProTour programs, plus the Pro-Continental Cervelo TestTeam. Additionally, the last 11 Tour de France champions will race RED in 2010, including Lance Armstrong, Oscar Pereiro, Carlos Sastre, and Alberto Contador.

Reynolds Cycling Sponsors AG2R La Mondiale Through 2011

Reynolds Cycling has signed a two-year agreement with French ProTour team AG2R La Mondiale as official wheel supplier. Reynolds will supply AG2R La Mondiale with the sub-900 gram RZR as well as DV46T UL, SDV66T, MV32T UL and Element Disc road wheels for the next two seasons.

Reynolds is also an official sponsor of Footon-Servetto-Fuji (Spain), Fly V (Australia), and Designa Kokken Team (Denmark).

George Hincapie re-signs with Northwave

George Hincapie has renewed a two-year contract to remain sponsored by Northwave shoes. The Italian company partnered with Hincapie to sponsor and supply cycling shoes until 2012. The US professional champion has ridden Northwave Aerlite SBS shoes the past two seasons.

“To be affiliated with one the most recognizable and clearly classy American riders in our generation is an absolute honor. George brings unparalleled image and visibility to the Northwave brand,” says brand manager John McKone, in a press release. “It’s one thing to have a high level pro athlete on our shoes, but George is on another level. His new team and U.S. Champion jersey makes the partnership even sweeter”.